Overview

The EVA Conversion & Retention workspace is organized into dedicated sections that separate customer communication, automation, audience management, acquisition workflows, and lifecycle performance tracking.

Instead of combining all messaging operations into a single page, EVA separates each operational area into its own workflow-oriented section. This structure helps teams manage campaigns, automations, customer acquisition, and retention analysis independently while still using the same synchronized Shopify customer data.

The Conversion & Retention navigation includes:

Each section represents a different stage of the customer lifecycle workflow.

The Logic

A) Campaigns support one-time messaging

The Campaigns section is used to create, edit, schedule, and manage one-time communication sends.

Campaigns are typically used for:

Campaigns use audience selections together with Email Builder or SMS Builder content.

B) Flows support trigger-based automation

The Flows section is used to create automated lifecycle messaging workflows.

Instead of manually sending communication, EVA executes messages automatically when Shopify-based trigger conditions occur.

Examples include:

Flows combine:

C) Insights provides lifecycle recommendations

The Insights section analyzes the connected store and identifies missing lifecycle opportunities.

Instead of manually reviewing customer journeys, EVA generates recommendations such as:

Each recommendation includes:

Insights acts as a recommendation layer that helps users improve retention workflows proactively.

D) Builders support content creation

The platform separates communication content creation into dedicated builder systems.

Email Builder

Used to create reusable email templates for campaigns and flows.

SMS Builder

Used to create reusable SMS templates for campaigns and flows.

Separating builders from campaigns allows the same content to be reused across multiple communication workflows.

E) Audience controls recipient organization

The Audience section is used to organize customer recipients before communication is executed.

Audience supports:

These structures determine who receives campaigns or enters automated flows.

Audience management acts as the targeting layer of the entire communication system.

F) Growth supports subscriber acquisition

The Growth section contains customer acquisition and conversion-capture tools designed to increase subscriber collection.

Growth currently includes:

These tools are designed to encourage visitors to subscribe or engage through interactive acquisition experiences.

Growth tools typically feed customer data into the Audience system, where subscribers can later enter campaigns or automated flows.

G) Analytics tracks communication performance

The Analytics section is used to measure messaging performance across communication channels.

Analytics tracks lifecycle funnel stages such as:

Performance can be reviewed across channels including:

This allows teams to evaluate campaign effectiveness, flow performance, and conversion behavior over time.

How the System Works Together

The Conversion & Retention ecosystem is designed as a connected lifecycle workflow.

A typical operational flow may look like this:

Growth tools collect subscribers

→ Audience organizes recipients

→ Campaigns or Flows execute communication

→ Email/SMS Builders provide content

→ Analytics measures performance

→ Insights recommends optimization opportunities

This structure allows acquisition, retention, automation, and performance tracking to operate as a unified customer lifecycle system.

Key Value Pillars

Workflow Separation

Each operational function has its own dedicated workspace.

Lifecycle Automation

Flows execute communication automatically using Shopify-triggered events.

Audience-Based Communication Control

Recipient targeting is separated from message creation.

Integrated Acquisition & Retention

Growth tools, automation, and analytics work together inside the same ecosystem.

Cross-Channel Performance Visibility

Analytics measures both Email and SMS communication funnels.

Pro-Insight

Use Campaigns when communication should be sent manually one time.

Use Flows when communication should execute automatically based on customer behavior or Shopify events.

Use Growth tools when the goal is increasing subscriber acquisition before retention workflows begin.